What’s the best method in which to survey respondents? For years the consensus was telephone, then online became the go-to method with intercepts or in-person interviewing somewhere in between. But the truth is there’s no silver bullet methodology. Never has been, never will be. The fact is that each method has its pros and cons, which is why we assert the next best thing to a silver bullet is multi-modal research. Here’s how it can give you more robust insight than any stand-alone method.
Why Live Phone Interviewing Is Still Relevant
Before we get to the benefits of a multi-modal approach, let’s address what some would call the dinosaur in the roomtelephone research. Many have been claiming its extinction for years, but the method is still very much relevant today. Why? Because the context and nuances found in spoken words cannot be matched online. Yes, your questions will be answered, but the tone can be too easily misinterpreted in written words, not to mention there’s often much left unsaid in the interest of brevity. What’s more, you miss the chance to probe, clarify, and expand on those open-ended responses like you can in a live phone interview leaving potential insights untapped.
Comparing Online and Telephone Research
Now let’s compare additional pros and cons between online and telephone research methods.
Telephone Research
Pros
Accessibility – Most people have access to a phone, whether mobile or landline.
Quality control – Trained interviewers help ensure the validity and reliability of the responses, and CATI software improves sample and quota management in addition to eliminating the need for additional data processing, thereby reducing the chance of error.
In-depth insights – Again, the ability to have a live discussion that often results in deeper insights.
Cost – Less expensive than in-person interviewing.
Cons
Response rate – People don’t like to be interrupted by phone calls, and response rates have declined over time when calls from unanswered numbers are ignored.
Restrictions – There are increasingly stringent restrictions on contacting consumers, particularly using predictive dialers.
Lack of visual cues – Body language adds additional context and is missing in telephone research.
Online Research
Pros
Cost – Typically lower cost than telephone and in-person interviewing.
Response rate – The convenience of online surveys often improves response rates.
More honest feedback – Anonymity provided online can result in more honest feedback.
Time savings – Online surveys can be created and data collected in less time than other methods.
Cons
Lack of non-verbal cues – Not only do you miss body language cues online, but voice cues as well.
Lack of in-depth insights - Responses are often limited by a preselected list of answers, which provides little flexibility for the open-ended questions.
Fraud – More likely for unscrupulous respondents to speed through surveys, repeatedly take surveys, etc., in order to receive the incentive.
Accessibility – Some population groups may not have internet access, although that is becoming less of an issue over time.
When it comes to in-depth interviews, the most significant advantage is the deep insights that can be gained. However, they are often restrictive due to cost, as travel and interviewer time can add up quickly.
Multi-Modal Brings the Best of All Methods
With a multi-modal research approach, you can bring several data collection methods together. This allows you to overcome where online, telephone, and/or intercepts lack while capitalizing on their strengths to achieve your research objectives. The result is deeper, more holistic insights within the most cost-effective budget and most efficient timeline.
We have extensive experience in this research approach and maintain numerous interviewing centers with hundreds of stations, each with full multi-modal (phone/online/text) integration as well as a large team of remote agents throughout the United States.